---
title: "Nike faces a crisis of declining popularity during back-to-school season? Stifel: Adidas, New Balance emerge as big winners"
type: "News"
locale: "en"
url: "https://longbridge.com/en/news/212606021.md"
description: "According to Stifel's survey, in the 2024 back-to-school season, consumers are more inclined towards comfortable shoes, and Nike's retro court style is losing popularity, with New Balance and Adidas emerging as winners. The survey found that New Balance and some dad shoes are popular, while Nike's styles like Air Force 1 and Jordan 1 are decreasing in popularity. The report indicates that consumers prefer colorful and comfortable thick-soled shoes, creating opportunities for competing brands"
datetime: "2024-08-27T03:08:04.000Z"
locales:
  - [zh-CN](https://longbridge.com/zh-CN/news/212606021.md)
  - [en](https://longbridge.com/en/news/212606021.md)
  - [zh-HK](https://longbridge.com/zh-HK/news/212606021.md)
---

> Supported Languages: [简体中文](https://longbridge.com/zh-CN/news/212606021.md) | [繁體中文](https://longbridge.com/zh-HK/news/212606021.md)


# Nike faces a crisis of declining popularity during back-to-school season? Stifel: Adidas, New Balance emerge as big winners

According to the information obtained from Zhitong Finance and Economics APP, based on Stifel's survey on the 2024 back-to-school season sneakers, American consumers are leaning towards purchasing more comfortable shoes and accepting Terrace-style shoes, while Nike (NKE.US) retro court styles are losing popularity.

Stifel's survey evaluated trends in the American market and used data from as many as 110 stores, including Dick's, Academy, Foot Locker, Finish Line, Champs, and Hibbett Sports.

The survey results show that "dad shoes" such as New Balance, Asics, and NIKE Vomero 5 are becoming increasingly popular, while styles like adidas Samba, Gazelle, and Campus are also gaining popularity. The survey indicates that Nike's Air Force 1, Jordan 1, and Blazer styles are gradually losing popularity.

In addition, apart from Vomero 5, mainstream consumers have not yet responded to Nike's other innovative attempts.

The stock research company wrote in a report on August 25th, "Consumer preferences are shifting from neutral-colored court styles to colorful, Terrace styles, and thick-soled dad shoes focused on comfort. Nike's over-reliance on retro court styles and expanding trends has opened the door for challenger brands, which have responded with one of the freshest and most exciting product lineups we have seen in multi-brand retail over the years."

The survey shows that New Balance is the "most popular brand in stores," with year-on-year growth across all retailers. Adidas's Terrace shoe styles are replacing court shoe styles and becoming a lifestyle, especially for women.

Nevertheless, Nike still maintains its most popular position with Dunk shoes, mentioned in 52% of responses, higher than the 30% in the 2023 back-to-school season. However, Stifel stated that the company has perceived that the dominant position of court shoe licensing is being eroded

### Related Stocks

- [adidas AG (ADS.DE)](https://longbridge.com/en/quote/ADS.DE.md)
- [NIKE, Inc. (NKE.US)](https://longbridge.com/en/quote/NKE.US.md)

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